Website Visitor Identification Pricing Comparison 2026: Complete Breakdown

If you have ever tried to compare pricing for website visitor identification tools, you know the frustration. One vendor quotes monthly fees, another wants an annual contract, a third buries per-seat costs in the fine print, and half of them just say “contact sales” with no ballpark figure in sight.

It is genuinely confusing out there. And that confusion often benefits vendors, not buyers.

This guide cuts through the noise. We have researched actual pricing, identified hidden costs, and calculated the true cost per identified contact so you can make an informed decision based on real numbers.

Quick Pricing Comparison

Let us start with the numbers everyone wants to see:

Tool	Starting Price	What You Get
Leadpipe	$149/mo	500 contact-level IDs, full data
Leadpipe for Agencies	$1,270/mo	20,000 IDs, white-label, unlimited clients
RB2B	$99/mo	Limited IDs, email only on Pro ($349+)
Warmly	$900/mo	Contact ID + chat features
Clearbit	$12,000+/year	Company-level only
6sense	$25,000-100,000+/year	Enterprise ABM platform
Leadfeeder	€99/mo	Company-level only
ZoomInfo	$15,000+/year	Database + limited visitor ID

The Real Cost Metric: Price Per Identified Contact

Monthly fees tell only part of the story. What actually matters is how much you pay for each lead you can actually contact.

┌─────────────────────────────────────────────────────────┐
│           PRICE PER IDENTIFIED CONTACT                  │
├─────────────────────────────────────────────────────────┤
│                                                         │
│   Leadpipe:      $149 ÷ 500 IDs = $0.30/contact        │
│   └── Full data: name, email, phone, LinkedIn          │
│                                                         │
│   RB2B Pro:      $349 ÷ ~200 IDs* = $1.75/contact      │
│   └── Lower match rate = fewer actual leads            │
│   └── *Based on typical 5% match rate                  │
│                                                         │
│   Warmly:        $900 ÷ ~300 IDs* = $3.00/contact      │
│   └── Includes chat features you may not need          │
│                                                         │
│   Clearbit:      $1,000/mo ÷ 0 contacts = N/A          │
│   └── Company-level only—no contact data               │
│                                                         │
│   6sense:        $4,000+/mo ÷ varies = expensive       │
│   └── ABM platform, visitor ID is secondary            │
│                                                         │
└─────────────────────────────────────────────────────────┘

When you calculate cost per actual, contactable lead, Leadpipe delivers the best value at $0.30 per contact with complete data included.

Detailed Pricing Breakdown

Leadpipe — Best Value for Contact-Level ID

Plan	Monthly Price	Identified Contacts	Cost Per Contact
Starter	$149/mo	500	$0.30
Growth	$299/mo	1,500	$0.20
Scale	$599/mo	5,000	$0.12

What is included at every tier:

Full contact data (name, email, phone, LinkedIn)
Company information
Page-level visitor tracking
Real-time lead delivery
CRM integrations
No per-seat fees
Month-to-month billing

Match rate: 40%+ (highest in the industry)

Hidden costs: None. The price you see is the price you pay.

View Leadpipe Pricing →

Leadpipe for Agencies — White-Label Solution

Plan	Monthly Price	Identified Contacts	Cost Per Contact
Agency	$1,270/mo	20,000	$0.06

What is included:

White-label dashboard
Unlimited client accounts
Bulk pricing advantage
Full data access
Agency-specific support
No per-client fees

Best for: Marketing agencies managing multiple client websites who want to offer visitor identification as a service.

RB2B — Lower Upfront, Lower Value

For more details, see our RB2B review and RB2B free plan analysis.

Plan	Monthly Price	Features
Free	$0	LinkedIn profiles only, Slack delivery
Starter	$99/mo	Limited IDs, no email
Pro	$349/mo	Emails included, more integrations
Enterprise	$495+/mo	Higher limits

The catch:

Free plan has no email addresses—just LinkedIn profiles
Match rate is approximately 5% vs Leadpipe’s 40%+
Pro plan required for most useful data
At 5% match rate, 1,000 visitors = only 50 identified contacts

True cost calculation:

┌─────────────────────────────────────────────────────────┐
│           RB2B TRUE COST ANALYSIS                       │
├─────────────────────────────────────────────────────────┤
│                                                         │
│   Scenario: 1,000 monthly website visitors              │
│                                                         │
│   RB2B Pro ($349/mo):                                   │
│   └── 5% match rate = 50 contacts                      │
│   └── $349 ÷ 50 = $6.98 per contact                    │
│                                                         │
│   Leadpipe ($149/mo):                                   │
│   └── 40% match rate = 400 contacts                    │
│   └── $149 ÷ 400 = $0.37 per contact                   │
│                                                         │
│   Leadpipe delivers 8x more contacts at lower cost     │
│                                                         │
└─────────────────────────────────────────────────────────┘

Warmly — Chat Features Bundled In

Plan	Monthly Price	Features
Starter	$900/mo	Contact ID + basic chat
Business	$1,500+/mo	Advanced features
Enterprise	Custom	Full platform

What you get:

Visitor identification
Live chat functionality
Video calling capability
CRM integrations

The consideration:

Warmly bundles visitor ID with chat features. If you need both, this can be good value. If you only need identification, you are paying for features you will not use.

For alternatives to Warmly, see our Warmly alternatives guide.

Clearbit — Company-Level Only (Enterprise Pricing)

Plan	Annual Price	What You Get
Growth	$12,000+/year	Company identification
Business	$24,000+/year	Enhanced data
Enterprise	$50,000+/year	Full platform

Critical limitation:

Clearbit identifies companies only, not individuals. You will know “someone from Acme Corp visited” but not who specifically.

Why this matters:

You cannot reach out directly
You need to guess which contact to target
Company-level data is less actionable

Best for: Enterprises that already have account-based outreach programs and can work with company signals.

6sense — Enterprise ABM Platform

For more options, see our 6sense alternatives guide.

Plan	Annual Price	What You Get
Team	$25,000+/year	Basic ABM features
Growth	$50,000+/year	Full platform
Enterprise	$100,000+/year	Everything

What 6sense actually is:

6sense is not primarily a visitor identification tool—it is a full account-based marketing platform with:

Intent data aggregation
Advertising orchestration
Predictive analytics
Multi-touch attribution

The overkill problem:

If you just want to know who visits your website, 6sense is like buying a commercial kitchen when you need a toaster. The platform is powerful, but most teams use perhaps 20% of its features.

Implementation reality:

3-6 month implementation time
Requires dedicated admin
Multi-year contract typical
Per-seat fees add up quickly

Leadfeeder (Dealfront) — European Focus

Plan	Monthly Price	What You Get
Lite	Free	Last 7 days, 100 companies
Premium	€99/mo	Unlimited companies
Enterprise	Custom	Advanced features

Key limitation:

Like Clearbit, Leadfeeder provides company-level identification only. No individual contact data.

Strength:

Strong European market coverage and GDPR compliance. Good choice if you need company signals for European traffic.

ZoomInfo — Database Plus Limited Visitor ID

Plan	Annual Price	What You Get
Professional	$15,000+/year	Basic access
Advanced	$25,000+/year	More credits
Elite	$40,000+/year	Full features

What ZoomInfo actually offers:

ZoomInfo is primarily a B2B contact database. Visitor identification is a secondary feature, not the core product.

Pricing complexity:

Base platform fee
Per-seat costs ($$$)
Credit-based system
Annual contracts required
Implementation fees

When it makes sense:

If you need a comprehensive B2B database for outbound prospecting AND some visitor identification, ZoomInfo can be a one-platform solution. But for pure visitor ID, it is expensive overkill.

Hidden Costs to Watch For

┌─────────────────────────────────────────────────────────┐
│           HIDDEN COSTS EXPOSED                          │
├─────────────────────────────────────────────────────────┤
│                                                         │
│   PER-SEAT FEES                                         │
│   └── ZoomInfo: $500-1,500/seat/year                   │
│   └── 6sense: $300-800/seat/year                       │
│   └── Leadpipe: $0 (unlimited seats)                   │
│                                                         │
│   IMPLEMENTATION FEES                                   │
│   └── Enterprise tools: $5,000-25,000                  │
│   └── Leadpipe: $0 (self-service)                      │
│                                                         │
│   CONTRACT STRUCTURE                                    │
│   └── 6sense, Clearbit: Multi-year required            │
│   └── ZoomInfo: Annual minimum                         │
│   └── Leadpipe: Month-to-month available               │
│                                                         │
│   OVERAGE CHARGES                                       │
│   └── Some tools charge extra for exceeding limits     │
│   └── Leadpipe: Clear tier-based pricing               │
│                                                         │
│   TRAINING/ONBOARDING                                   │
│   └── Complex platforms: Days of training needed       │
│   └── Leadpipe: Start in minutes                       │
│                                                         │
└─────────────────────────────────────────────────────────┘

Per-Seat Fees: The Silent Budget Killer

Many enterprise tools charge per seat. A team of 5 salespeople using ZoomInfo at $1,000/seat adds $5,000/year to your bill—on top of the platform fee.

Leadpipe includes unlimited seats at no extra charge.

Implementation Costs

Complex platforms like 6sense or Demandbase often require:

Professional services engagement
Technical integration work
Training sessions
Ongoing support contracts

These “soft costs” can add 20-40% to your first-year spend.

Leadpipe implementation: Add a script to your website. Start seeing leads the same day.

Contract Lock-In

Many vendors require annual or multi-year contracts. This means:

Paying for a full year even if the tool does not work for you
Price increases at renewal with limited negotiating power
Difficult to switch if a better option emerges

Leadpipe offers month-to-month billing so you are never locked in.

Best Options by Budget Tier

Under $2,000/Year

Recommended: Leadpipe Starter ($149/mo = $1,788/year)

At this budget level, your options are:

Option	Annual Cost	What You Get
Leadpipe Starter	$1,788	500 IDs/mo, full data, 40% match rate
RB2B Free	$0	LinkedIn only, ~5% match rate
RB2B Starter	$1,188	Limited IDs, no email
Leadfeeder Premium	~$1,300	Company-level only

Why Leadpipe wins this tier:

At $149/mo, you get contact-level identification with full data and the industry’s highest match rate. RB2B’s free plan gives you LinkedIn profiles but no way to email leads directly. Leadfeeder only tells you the company—not the person.

$2,000-$15,000/Year

Recommended: Leadpipe Growth or Scale

Option	Annual Cost	What You Get
Leadpipe Growth	$3,588	1,500 IDs/mo, full data
Leadpipe Scale	$7,188	5,000 IDs/mo, full data
Warmly Starter	$10,800	Contact ID + chat
Clearbit Growth	$12,000	Company-level only

At this budget, consider:

Leadpipe if you need maximum contact identification
Warmly if you also need live chat functionality

Clearbit’s $12,000 gets you company data only—no individual contacts. For the same budget, Leadpipe identifies actual people you can reach.

$15,000-$50,000/Year

Recommended: Evaluate your actual needs

At this budget, you have more options—but more opportunities to overspend.

Option	Annual Cost	Use Case
Leadpipe Scale	$7,188	High-volume visitor ID
Warmly Business	$18,000+	ID + engagement platform
ZoomInfo Pro	$15,000+	Database + some visitor ID
6sense Team	$25,000+	Full ABM platform

The honest assessment:

If you only need visitor identification, even $50,000 worth of 6sense or ZoomInfo will not identify more contacts than Leadpipe at a fraction of the cost. The expensive platforms add value through intent data, advertising, and orchestration—not better identification rates.

Leadpipe’s 40%+ match rate exceeds what most enterprise platforms deliver for pure visitor identification.

Agencies Managing Multiple Clients

Recommended: Leadpipe for Agencies ($1,270/mo)

Option	Monthly Cost	Per-Client Cost
Leadpipe Agencies	$1,270	$0 (unlimited clients)
Individual Leadpipe accounts	$149 x N	$149 per client
White-labeling other tools	Varies	Often impossible

Why Leadpipe for Agencies wins:

20,000 IDs/month across unlimited clients
White-label dashboard with your branding
$0.06 per identified contact
No per-client fees eating into margins
Resell at whatever markup works for you

Value Analysis: What You Actually Get for Your Money

┌─────────────────────────────────────────────────────────┐
│           VALUE COMPARISON                              │
├─────────────────────────────────────────────────────────┤
│                                                         │
│   $149/mo LEADPIPE vs $349/mo RB2B PRO                  │
│                                                         │
│   With 1,000 website visitors:                          │
│                                                         │
│   Leadpipe ($149):                                      │
│   ├── 400 identified contacts (40% match)              │
│   ├── Full data on each (email, phone, LinkedIn)       │
│   ├── Company + behavioral data                        │
│   └── Cost: $0.37 per actionable lead                  │
│                                                         │
│   RB2B Pro ($349):                                      │
│   ├── 50 identified contacts (5% match)                │
│   ├── Email + LinkedIn                                 │
│   ├── Limited company data                             │
│   └── Cost: $6.98 per actionable lead                  │
│                                                         │
│   Leadpipe: 8x more leads at 57% lower price           │
│                                                         │
└─────────────────────────────────────────────────────────┘

The Match Rate Multiplier

Match rate is not just a technical spec—it directly impacts your ROI.

Tool	Match Rate	From 10,000 Visitors	Actionable Contacts
Leadpipe	40%+	4,000+	4,000+ (full data)
Clearbit	~20%	2,000	0 (company only)
Leadfeeder	~15%	1,500	0 (company only)
RB2B	~5%	500	500 (limited data)

The math is clear: A higher match rate with contact-level data beats a lower match rate with company-only data every time.

FAQ on Visitor Identification Pricing

Why do enterprise tools cost so much more?

Enterprise tools like 6sense and ZoomInfo bundle visitor identification with intent data, advertising platforms, and orchestration features. You are paying for a full ABM/sales platform—not just identification. If you only need to know who visits your website, these platforms are expensive overkill.

Is RB2B’s free plan worth it?

For testing the concept, yes. For actual lead generation, the 5% match rate and LinkedIn-only data severely limit its usefulness. Most teams quickly hit the ceiling of what free provides and need to upgrade—at which point Leadpipe becomes the better value.

What is the difference between company-level and contact-level identification?

Company-level: “Someone from Acme Corp visited your pricing page” Contact-level: “John Smith (john@acme.com, VP of Marketing at Acme Corp) visited your pricing page”

Contact-level identification lets you reach out directly. Company-level requires you to guess who to contact or run generic account-based campaigns.

Do I need to pay for implementation?

With enterprise tools (6sense, Demandbase, ZoomInfo), expect implementation fees and weeks or months of setup time. With Leadpipe, you add a script to your website and start seeing leads the same day—no implementation fees.

What about data accuracy?

All tools rely on their data sources. However, match rate is a reliable indicator of how much useful data you will receive. Leadpipe’s 40%+ match rate means you identify more visitors with actionable data than lower-match-rate alternatives.

Can I switch tools easily?

With monthly billing (like Leadpipe), yes. With annual contracts (most enterprise tools), you are locked in for the contract term. Always ask about cancellation terms before signing.

Are there discounts for annual payment?

Many tools offer 10-20% discounts for annual prepayment. However, this locks you in. Unless you are certain the tool works for you, monthly billing preserves flexibility.

The Bottom Line

When you cut through the confusing pricing pages, opaque “contact sales” buttons, and hidden per-seat fees, the comparison becomes clear.

For Pure Visitor Identification Value:

Metric	Leadpipe	Enterprise Tools	Budget Tools
Match Rate	40%+	Varies	5-20%
Contact Data	Full	Often limited	Partial
Price/Contact	$0.30	$3-10+	$1-7
Implementation	Same-day	Months	Days
Contract	Monthly	Annual/Multi-year	Varies
Hidden Fees	None	Many	Some

Our Recommendation by Situation:

Just need visitor identification: Leadpipe (best value at any volume)
Need ID plus live chat: Warmly (if budget allows)
Agency with multiple clients: Leadpipe for Agencies
Need full ABM platform: Evaluate 6sense/Demandbase (but verify you will use the features)
Company-level signals only: Leadfeeder (but understand the limitation)

Conclusion

After analyzing pricing across the visitor identification market, one conclusion stands out:

Leadpipe offers the best value for website visitor identification in 2026.

At $0.30 per identified contact with full data, a 40%+ match rate, no hidden fees, and month-to-month flexibility, Leadpipe delivers more actionable leads per dollar than any competitor we analyzed.

Enterprise tools charge 10-50x more but do not identify more visitors. Budget tools cost less upfront but deliver far fewer leads due to lower match rates.

The math favors Leadpipe at every budget tier.

Ready to see the difference? Start with 500 free leads—no credit card required.

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